Leading UK halal brand triples its range into Tesco and Morrisons

Leading halal brand Humza has added 15 new Skus to its frozen food line up as part of NPD to expand its convenience offering to busy families – also launching a further five chilled Skus into Tesco this week.

The new lines include popular and traditional food staples for families including a selection of parathas, from original, spring onion and masala methi to wholemeal and light versions, together with whole wheat chapatti, vegetarian Punjabi samosas and microwavable chicken and lamb seekh kebabs. It also features modern lines including southern fried chicken burgers and piri piri chicken goujons.

The fresh and ‘ready to eat’ chilled skus launching into Tesco feature popular snacking staples including three varieties of samosas – chicken, meat and vegetable – together with chicken charcoal and meat charcoal kebabs. The premium, authentic range of ready-to-eat products are perfect for discerning consumers on the go.

Speaking about the new lines Flying Trade group managing director Harry Dulai said: “The UK market has had to rely heavily on scratch cooking to guarantee the provenance of meat in popular everyday items like samosas and pizza. However, the enormous success of our brand, double digit growth in the last year alone, is evidence that consumers are on the look-out for premium quality, convenient, halal food.

“Half of the UK’s Muslim population is under the age of 25 and young markets love and demand convenience in line with busy modern lives. As such this is just the tip of the iceberg and we will continue to expand our offering of convenient frozen and chilled food products to give Muslim consumers greater choice, without compromising on faith.”

He added: “More and more mainstream brands are waking up to the enormous potential within the halal sector with many now highlighting their halal credentials including Kingsmill and Cadbury’s to name a few.”

The Humza brand is now in over 1,000 national retail stores, including Tesco, Sainsbury, Asda and Morrisons.In line with the brand’s commitment to expand its convenience offering, Humza now offers over 20 different products at selected Tesco stores.

The halal food market globally is expected to be worth $1.6trillion this year (2018), with the sector estimated to be growing faster than the conventional food market. With over 3 million Muslims living in the UK, (5% of the UK population) 90% of which follow a strict halal diet, sales of halal food have sky-rocketed in the UK during recent years.

Flying Trade Group only recently stepped into the burgeoning halal convenience food sector with the acquisition of leading halal frozen food specialists Humza, and soon after halal ethnic pizza specialists Gino’s Foods. It has since become a major player in the sector, quickly attracting listings in all the major supermarkets.